Toothbrush Market Size - By Product Type, By Bristle Type, By Head Shape, By Price, By End Use, By Distribution Channel, Analysis, Share, Growth Forecast, 2024 - 2032

Toothbrush Market Size

The global toothbrush market was valued at USD 11.57 billion in 2023 and is estimated to grow at a CAGR of over 4.5% from 2024 to 2032. The global increase in dental disorders is driving growth in the market. The World Health Organization (WHO) reports that about 3.5 billion people worldwide have oral diseases. As dental problems like cavities, gum disease, and tooth sensitivity become more common, people are becoming more aware of the importance of oral hygiene.
 

This awareness has led to higher demand for toothbrushes, especially advanced types such as electric and smart toothbrushes, and those designed for sensitive teeth. Public health campaigns, dentist recommendations, and government efforts to promote good oral care have also increased awareness. As a result, consumers are buying more and better-quality toothbrushes to prevent oral health issues, which is contributing to market growth.
 

Furthermore, the toothbrush market is experiencing growth due to increasing disposable income and changing lifestyles. Consumers are now able to spend more on high-quality oral care products. There is a growing demand for premium toothbrushes, including electric and specialized options. This trend is driven by a greater focus on preventive care and personal health in oral hygiene practices.
 

Toothbrush Market Trends

In the market there is a growing trend towards use of electric and smart toothbrushes. As consumers prefer electric toothbrushes because they clean more effectively, removing more plaque and improving gum health compared to manual brushes. Manufacturers are introducing smart toothbrushes with features like longer battery life and vibrating bristles for deep cleaning.
 

For instance, in March 2022, Oral-B launched its iO Series 10 at the Mobile World Congress in Barcelona. The company aims to improve global oral health by encouraging the switch from manual to electric toothbrushes. These advanced toothbrushes help users improve their brushing habits and maintain better oral hygiene. The convenience and technology of these toothbrushes appeal to health-conscious consumers seeking better oral care.
 

Price sensitivity presents a significant challenge in the market, particularly in regions where consumers are cost-conscious. Many individuals opt for less expensive manual toothbrushes over pricier electric or specialty alternatives. This shift in consumer behaviour requires manufacturers to strike a balance between quality and affordability while maintaining profit margins. The challenge increases in competitive markets where low-cost options are dominant. Additionally, Intense competition further complicates the market landscape.
 

With numerous brands offering related products, companies struggle to differentiate themselves, especially in the basic manual toothbrush segment. The emergence of private-label and online-only brands increases pricing pressure. To maintain market share, established brands must focus on innovation, quality improvement, and strategic marketing investments.
 

Toothbrush Market Analysis

Based on product type, the market is divided into electric and manual. In 2023, manual toothbrush segment held the dominant market of USD 7.44 billion and is expected to reach USD 10.83 billion by 2032. The manual toothbrush segment leads the market for several reasons. First, manual toothbrushes are much cheaper than electric ones, making them accessible to more people, especially in areas where price matters. They are easily available in stores like supermarkets and pharmacies, making  consumers convenient to buy. Many consumers are more familiar with manual toothbrushes, especially in places where electric ones are not common. Manual toothbrushes are simple to use since they don't need charging or battery replacements.
 

They also last longer than electric toothbrushes, which need to be replaced more often due to worn-out parts or batteries. They are easy to carry, replace, and have a lower environmental impact, which appeals to those who value convenience and sustainability. Additionally, in some regions cultures, manual toothbrushes are seen as the traditional choice, making them the preferred option for many consumers.
 

Based on bristle type the toothbrush market is categorized into soft, medium, hard and others. In 2023, the medium bristle type segment held the dominant market share of 43% and is anticipated to grow at a CAGR of 4.7% during the forecast period. Medium-bristled toothbrushes provide a good balance between cleaning power and comfort. They are great for daily use, removing plaque effectively without hurting gums or enamel.
 

This makes them popular for general oral care. Dentists often recommend medium-bristled brushes for people with healthy gums and teeth. They clean well without causing irritation or damage. These brushes appeal to many because they are not too soft (which might not clean well) or too hard (which can harm gums and enamel). This broad acceptance and practicality contribute to the dominance of medium-bristled toothbrushes in the market.
 

In 2023, the Asia Pacific toothbrush market was worth about USD 3.95 billion. It is expected to grow to USD 6.02 billion by 2032. This growth is mainly due to the increasing demand in countries like China and India, which have large and growing populations. The region has over 4.7 billion population, providing a huge consumer base. As the middle class grows, spending on oral care products increases. Urbanization and higher disposable incomes also drive market growth, leading to better hygiene practices.
 

Additionally, countries like Japan, South Korea, and China are adopting new technologies, growing the market. These countries are known for innovations as a result manufacturers are introducing electric and smart toothbrushes to meet the rising demand for advanced oral care solutions. With a large, health-conscious population and a tech savvy consumer, the Asia-Pacific region is a major player in the global market.
 

In 2023, China led the Asia Pacific region with a revenue of USD 1.29 billion. China's toothbrush market is growing quickly due to new technology and the rise of electric toothbrushes. Smart toothbrushes with features like pressure sensors, timers, and app connections are becoming popular, offering a more personalized brushing experience. People prefer electric toothbrushes because they remove plaque better and improve gum health. Additionally due to rise of E-commerce platforms there is more availability of the oral care products through online shopping, higher disposable incomes, and digital marketing have also helped increase the use of electric toothbrushes in China.
 

Toothbrush Market Share

The toothbrush industry is highly fragmented, with major players like Unilever (through brands such as Pepsodent), Colgate, and Perrigo collectively holding around 10%-15% of the market share in 2023. These leading companies are using various strategies to grow in the market. They are investing a lot in product innovation, focusing on research and development to introduce advanced features like smart technology, better bristle designs, and improved ergonomic features. By adapting to changing consumer preferences and the increasing demand for more effective and convenient oral care solutions, these companies aim to stand out and capture a larger share of the growing market.
 

Toothbrush Market Companies 

Major players operating in the toothbrush industry are:

• Oral-B
• Colgate
• Aqua fresh
• Sensodyne
• Wisdom
• Humble Co.
• Trisa
• Unilever (Pepsodent)
• Lion Corporation
• Philips
• Curaden AG
• Perfora
• Fang Oral Care
• Sunstar
• Perrigo
   

Toothbrush Industry News

• In August 2024, Aqua fresh Unveils New Battery-Powered Toothbrush for Kids Aqua fresh is meeting changing consumer needs with its new Kids Battery-Powered Toothbrush. Designed by dental experts for children aged 6 to 12, this toothbrush has a tapered front tip for cleaning hard-to-reach areas.
   
• In March 2024, Philips Sonicare launched Philips One for Kids to make children's oral care easier and better. This new product has bright colors and a simple design to keep kids aged 3 to 12 interested while brushing.
   
• In March 2022, Colgate introduced new electric toothbrushes using sonic technology for better cleaning than regular brushes. The Colgate ProClinical electric toothbrushes remove tough plaque and bacteria that cause bad odors. They have a sleek, modern design, are lightweight, easy to use, and convenient for travel. Colgate launched three versions of the ProClinical electric toothbrushes, each with different features.
   

This Toothbrush market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) & volume (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Electric
• Manual

Market, By Bristle Type

• Soft
• Medium
• Hard
• Others(Ultra soft)

Market, By Head Shape

• Oval
• Round
• Diamond shaped
• Rectangle
• Others( U-shaped)

Market, By Price

• Low
• Medium
• High

Market, By End Use

• Kids
• Adults

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites
• Offline
  • Mega Retail stores
  • Pharma stores
  • Others( individual stores)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa